May 16, 2006

Beyond Clichés

A prospective client was reading an example of his radio ads the other day. He started out well creating a good mental image then, a little more than halfway through the script, he drifted out of the current with claims of “selection, service and our low price guarantee.” Oops, been there, done that, got the T-Shirt.

When he’d finished, I asked him about his low price “guarantee.” Turns out if you find the same item within 30 days someplace else he’ll refund the difference plus 10%. The problem is he’s never put that information in his advertising. American consumers have been fed a diet of empty promises for so long that no one pays attention anymore. If I ran the store (and of course I don’t) I’d make a bold guarantee - pay double the difference not just the difference plus 10% - then promote the daylights out of it.

…. While other stores spend tens of thousands of dollars promoting their “sales,” we put our money where it does the most good - in your pocket. We’re so confident of our every day low prices that we’ll refund double the difference if you find the same item for less within 30 days of purchase. Double the difference – so sale or no sale, if you’re looking for x you’ll find it for less at Walt’s.

Unsubstantiated claims are little more than clichés cast aside by the brain as soon as they are heard. Share the significant consequences of not delivering on your promise in your ads and your advertising becomes more effective. Need some help?